{"id":1794,"slug":"rule-do-not-generalise-nestle-82-percent","title":"R4 — Do NOT generalise the Nestlé 82% CTR figure; it is one company's self-measurement, never present as typical","kind":"rule","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["editorial-discipline","rich-results-eligibility"],"reference_body":"**Rule:** When the Nestlé \"82% higher CTR on rich-results pages\" figure appears in Candid content (article, deck, proposal, client conversation), it is always framed as **\"one named company reported\"** and never as a typical, expected, or generalisable result. We do not write \"structured data lifts CTR by 82%.\"\n\n**Why:** [[nestle-82-percent-ctr-rich-results-ring-fenced]] — the figure is verbatim from Google's documentation but is a single company's self-measurement, with no fuller case study and no peer or independent corroboration. Google itself states ([[google-rich-results-eligibility-not-guarantee]]) that structured data produces eligibility, not a guarantee, and is \"not a direct ranking factor.\" The vendor temptation to launder Nestlé's number into a universal multiplier is exactly the editorial-discipline failure mode we are guarding against.\n\n**How to apply:**\n- Allowed phrasing: \"Google's own documentation cites one company (Nestlé) reporting an 82% CTR uplift on rich-result pages; this is one company's self-measurement and should not be read as typical.\"\n- Disallowed phrasing: \"Structured data boosts CTR by 82%.\" / \"Pages with rich results get 82% more clicks.\"\n- The same discipline applies to all single-company CTR / conversion figures.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"google-rich-results-eligibility-not-guarantee","title":"Google Search Central — structured data produces eligibility, not a guarantee; does not guarantee rich results even with correct markup","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"nestle-82-percent-ctr-rich-results-ring-fenced","title":"Nestlé 82% higher CTR on rich-results pages — Google's own documentation, attributed to one named company; RING-FENCED, never present as typical","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-searchable-structured-catalogue-working-tool-june-2026","title":"Research brief: the searchable, structured catalogue as a working tool — when records-not-prose pays off (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-quarantine-vendor-ctr-multipliers","title":"R6 — Quarantine vendor CTR / AI-citation multipliers; the only clean primary figure (Nestlé 82%) is single-company and ring-fenced","kind":"rule","scope":"business","link_type":"relates-to"},{"slug":"nestle-82-percent-ctr-rich-results-ring-fenced","title":"Nestlé 82% higher CTR on rich-results pages — Google's own documentation, attributed to one named company; RING-FENCED, never present as typical","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-21T13:17:12.746Z","updated_at":"2026-06-21T13:17:12.746Z"}